This however is not a one-way traffic as Barker shows. Consumer responses feed back into design and production so much so they shape the design and production of commodities.

Design and production are modified to create new representations, meanings and new identities that in turn affect the level of consumption which again in turn feed back into the original design and production. There is commodification not only of objects but also of people, of qualities, of values, signs and meaning as everything becomes commodified so that we lived in the sphere of commodity and commodification.

To conclude, in Barker's words:

“Thus, one of the central criticisms of the commodification of culture is that it not only shapes and disciplines cultural meanings but also turns people into commodities. For example, the promotion of the ‘slender body' as a disciplinary cultural norm for women centres on diet as a commodity as well as self monitoring. Paradoxically , commodity culture offers us images of desirable foods while proposing that we eat low calorie items and buy exercise equipment. In the face of this contradiction the capacity for self-control and the containment of fat is posed in moral as well as physical terms.”